Although mass media audiences are becoming increasingly fragmented, media
fragmentation does have a major advantage. What is this advantage?
a. It now costs less to reach a mass audience.
b. It is much easier to measure feedback from mass media audiences.
c. It is now easier to reach small, highly targeted audiences.
d. Consumers are now much more receptive to television advertising.
e. Consumers are now highly susceptible to online advertising.
In service offerings, the core product is typically composed of three interrelated
dimensions. What are these dimensions?
a. people, technology, and facilities
b. people, processes, and physical evidence
c. processes, employees, and facilities
d. customers, employees, and processes
e. reputation, operations, and quality
In the marketing strategy for Amazon, the following statement appears: Our strategy is
designed to increase the percentage of repeat customers from 80 percent to 85 percent
in the next 12 months. This statement is an example of a:
a. quantitative goal.
b. continuous objective.
c. procedural objective.
d. qualitative objective.
e. discontinuous objective.
Meghan recently took her parents to a gourmet restaurant for their 25th wedding
anniversary. The evening was exceptional, with everyone receiving the utmost in terms
of quality and value. However, when reflecting on the experience the next day, Meghan
decided that she was not fully satisfied. Why might this happen?
a. Because satisfaction has nothing to do with quality or value.
b. Because satisfaction occurs over time, whereas perceptions about quality and value
occur immediately.
c. Because dissatisfaction is based on an entirely different set of factors than
satisfaction.
d. Because satisfaction can be based on factors that have nothing to do with quality or
value.
e. It cannot happen. By definition, customers who receive the best quality and value
will be satisfied.
The most basic benefit of marketing channels is __________ where channels reduce the
number of contacts necessary to exchange products.
a. contraction
b. time efficiency
c. contact efficiency
d. contact creation
e. accumulation
In a marketing plan, the executive summary should be a complete but concise overview
of the entire marketing plan because:
a. the executive summary is the most important part of the plan.
b. the executive summary is the first part of the marketing plan to be written.
c. most readers of a marketing plan are busy and value condensed information.
d. the executive summary is the least read part of the marketing plan.
e. the executive summary does not provide any quantitative information.
Price elasticity is defined as:
a. a situation where prices routinely move up and down in a short period of time.
b. customers’ responsiveness or sensitivity to changes in price.
c. the impact on a product’s demand when customers are in unique buying situations.
d. the relative ease with which prices can be changed.
e. price flexibility’”a pricing strategy used by startup firms.
What is the key to using behavioral segmentation successfully in consumer markets?
a. The firm must clearly link behavioral characteristics with risk profiles.
b. The firm must clearly link behavioral characteristics to demographic characteristics.
c. The firm must determine whether consumers see their behaviors as being distinct
from other behavioral segments.
d. The firm must clearly link behavioral information with geography.
e. The firm must clearly understand the basic needs and benefits sought by different
consumer groups.
All organizations need a __________, the central scheme for utilizing and integrating
resources in the areas of production, finance, research and development, human
resources, and marketing to carry out the organization’s mission and achieve desired
goals and objectives.
a. marketing strategy
b. cross-functional strategy
c. cross-functional goal
d. corporate strategy
e. corporate mission
Ben & Jerry’s is well known for its use of __________ in that it ties its products and
marketing strategy to social causes such as environmental stewardship.
a. cause-related marketing
b. ethical branding
c. sustainability
In terms of SWOT analysis, when does a strength become a capability of the firm?
a. when the strength can be tied to satisfying a customer need
b. when the strength cannot be copied by competitors
c. when the strength stands alone without any corresponding weaknesses
d. when the strength can be connected to a second strength
e. when the strength can be supported by sufficient resources
All of the following are reasons for the general decline in customer satisfaction over the
past 20 years EXCEPT:
a. Customers are much less brand loyal than in the past.
b. Today’s customers are very price sensitive.
c. Today’s customers are exceptionally demanding.
d. Product quality is much lower now than at any time in the past.
e. Customers are more cynical, have more information, and have more attitude than
ever before.
__________ refers to the strategic combination of the four basic marketing mix
elements.
a. The marketing plan
b. The marketing program
c. Strategic control
Between now and 2050, __________ will account for a full 90 percent of the growth in
the total U.S. population.
a. increasing birth rates
b. immigration from Canada
c. increasing life spans
Mallory is an avid collector of antiques. In fact, she spends practically every weekend
traveling to small towns and antique shops in search of unique antique treasures. For
Mallory, antiques are a perfect example of a:
a. convenience product.
b. shopping product.
c. supplemental product.
Best Buy offers many different manufacturer (name) brands including HP, Panasonic,
Sony, and Canon. Which of the following is a primary reason that Best Buy would offer
these and other manufacturer brands?
a. increased profit margin
b. reduced marketing costs
c. less competition
In the __________ approach to marketing implementation, marketing strategy is
implemented as a part of the overall organizational vision.
a. implementation by command
b. implementation through change
c. implementation through teamwork
d. implementation through consensus
e. implementation as organizational culture
Focusing on customers has not always been the hallmark of strategic planning. In fact,
in the early 20th century, firms tended to focus strictly on __________ rather than on
developing relationships with customers.
a. efficiency and quality
b. selling products to customers
c. marketing research
d. growth and corporate profits
e. new product development
Marketing implementation is often problematic, as marketing plans are usually devised
by __________, while implementation is the responsibility of __________.
a. production; marketing
b. marketing; production
c. the CEO; middle management
Identify and explain the three different types of formal controls used by managers. In
your discussion, explain how each type of control affects marketing implementation.
With respect to the strategic planning process, why has social responsibility and
marketing ethics become important today? Is it really necessary to consider these issues
in strategic planning? How can a firm plan to be socially responsible?
In terms of managing customer expectations, what are the three possible outcomes that
may occur when expectations are compared to actual product performance? What
should marketers do to manage expectations effectively, especially when customers’
expectations are unrealistic? Should a firm attempt to delight its customers by
constantly exceeding their highest expectations?
Discuss the issues associated with the increasing fragmentation of mass media
audiences. How are advertisers and media companies coping with the issue?
The text discusses seven challenges and opportunities associated with marketing in
today’s economy. Identify these issues and discuss how they are related. What is the
common thread that ties all seven issues together?